Chapter 4. Unlock the Business Value of Search

So why are you trying to attract search traffic anyway? Every reader of this book will have a slightly different answer to that question, because each website has a different intrinsic purpose, one that your search marketing efforts must support. In Chapter 2, “How Searchers Work,” we examined the motivation of searchers, but in this chapter we are examining your motivations as a search marketer. Your biggest motivator is to achieve the goals of your organization.

This chapter grounds your search marketing program in business value:

Identify your website’s goals: Every website needs to drive traffic, but there are many different reasons for doing so. Your site might be selling online, or gathering ...

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